The power of controversy: an experimental study involving brands market share and consumers personal power

• Autor(a) principal: Pedretti, Jordi
• Data de Publicação: 2019
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10362/108489
• topic: Controversy; Lgbtq+; Power; Powerless; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

This research aims at investigating the potential relationship between controversy, market share and consumers’ perceptions of brand trust, power, and influence.Specifically, I examined whether controversial activities sponsored by brands with higher market share (vs.lower market share) may affect consumers’ perception of these brands’power, influence,and trustworthiness. Furthermore, this research contributes to traditional compensatory consumption theories. Specifically, this research investigates the potential relationship existing between individuals with feelings of low personal power and low personal control and the purchase and referral intentions of controversial brands with higher(vs. lower) market share.